Sales and Marketing Management
When marketing generates leads that sales ignores, and sales blames marketing for missed targets, revenue suffers and budgets are wasted. You begin by aligning strategy across both functions, agreeing common goals, customer definitions and a shared view of the buying journey. A dedicated session explores marketing's role in generating sales-ready leads, covering lead scoring, qualification criteria such as BANT, nurturing campaigns and the service level agreements that govern handovers. Sales management fundamentals follow, including territory design, forecasting, pipeline reviews, quotas and coaching.
Marketing management fundamentals cover segmentation, positioning, the marketing mix, campaign planning and budget allocation. The final day builds an integrated performance management and reporting system, with funnel metrics, customer acquisition cost, conversion rates and dashboards both teams trust. Case studies and a team simulation require you to plan a joint campaign and pipeline review for a product launch. Sales managers, marketing managers, business development heads and commercial directors are the primary participants. Afterwards you can lead both functions toward one revenue plan and measure their combined contribution honestly.
About this course
Organizations that excel in sales and marketing management create customer loyalty, drive revenue growth, and build strong market position. This course gives sales, marketing, and customer service professionals a comprehensive toolkit — from strategy and analytics through execution, measurement, and continuous improvement.
Built on proven methodologies and real-world scenarios, participants develop actionable strategies they can implement on day one of return to their roles.
Throughout the programme, participants work through realistic scenarios drawn from public sector institutions, private enterprises, development organizations, and regulated professional environments, examining how sales and marketing management is applied in practice and where it most often breaks down. Delegates will develop practical skill in designing appropriate frameworks, selecting and applying the right tools for lead scoring and handoff, interpreting findings, and communicating conclusions clearly to colleagues, management and external stakeholders. Sessions move deliberately from principles to application, so that each technique introduced is practised against a realistic problem before the programme moves on — strengthening both individual effectiveness and the wider capability of the organizations delegates return to.
Training Objectives
By the end of this course, participants will be able to:
- Develop robust sales and marketing management frameworks that support successful implementation and measurable outcomes.
- Analyze performance using recognized evaluation methods drawn from lead scoring and handoff.
- Design practical systems that strengthen accountability, transparency and evidence generation.
- Evaluate outcomes and assess longer-term impact across a range of operating contexts.
- Apply relevant tools, frameworks and analytical methodologies confidently and appropriately.
- Integrate coaching sales performance into existing organizational processes and reporting structures.
- Strengthen decision-making and operational effectiveness through evidence-based professional practice.
What you'll learn
Key Takeaways
By the end of the Sales and Marketing Management, participants will leave with:
- A comprehensive working understanding of sales and marketing management principles and performance-measurement methodology.
- Enhanced ability to design practical systems and evaluate outcomes reliably.
- Improved competency in sales management, reporting structures and analytical interpretation.
- Practical techniques for translating findings into strategic insight and clear recommendations.
- Greater confidence in applying sales and marketing management and assessing measurable results.
- Stronger capability to support organizational learning and continuous performance improvement.
- Improved approaches to strengthening sustainability, accountability and operational effectiveness.
Training Methodology
This training course adopts a practical, participant-centered learning approach that builds sales and marketing management expertise, strengthens analytical capability and develops confident professional judgement. The methodology combines specialist facilitation, applied hands-on experience and globally recognized professional practice, so that delegates return able to apply what they have learned immediately rather than in theory only.
Methodology includes:
- Expert-led sessions facilitated by experienced sales and marketing management practitioners and subject-matter specialists.
- Practical application of the frameworks, tools and techniques used in sales management.
- Real-world case studies drawn from public sector institutions, private enterprises, development organizations, and regulated professional environments.
- Tool-based demonstrations of the systems, templates and reporting applications used in current practice.
- Interactive discussion and scenario-based learning focused on realistic challenges and decision points.
- Structured group exercises with facilitator feedback, reinforcing learning through practice rather than lecture alone.
Day 1: Aligning Sales and Marketing Strategy
- Common sources of sales and marketing misalignment
- Building a shared revenue strategy across both functions
- Setting joint objectives and success measures
- Establishing regular sales-marketing coordination
- Documentation, record-keeping and reporting requirements
- Measuring performance and assuring quality in aligning sales and marketing strategy
- Worked example: applying aligning sales and marketing strategy in a live sales and marketing management context
Day 2: Marketing's Role in Generating Sales-Ready Leads
- Defining what makes a lead sales-ready
- Structuring marketing campaigns to generate qualified leads
- Lead scoring and handoff processes
- Measuring marketing's contribution to the sales pipeline
- Practical tools, templates and techniques for marketing's role in generating sales-ready leads
- Roles, responsibilities and stakeholder coordination in marketing's role in generating sales-ready leads
- Common challenges, risks and failure points in marketing's role in generating sales-ready leads
Day 3: Sales Management Fundamentals
- Structuring and managing a sales team
- Setting realistic sales targets and territories
- Sales pipeline management and forecasting
- Coaching sales performance
- Practical exercise and facilitated review
- Core principles and terminology underpinning sales management fundamentals
- Standards, frameworks and good practice governing sales management fundamentals
Day 4: Marketing Management Fundamentals
- Managing the marketing mix across channels
- Budgeting and prioritizing marketing activities
- Brand management within a commercial context
- Measuring marketing campaign effectiveness
- Regulatory, ethical and compliance dimensions of marketing management fundamentals
- Technology and automation supporting marketing management fundamentals
- Reviewing outcomes and capturing lessons learned
Day 5: Integrated Performance Management and Reporting
- Building integrated sales and marketing dashboards
- Reporting combined performance to leadership
- Using data to reallocate resources between functions
- Sustaining alignment as the organization grows
- Data, evidence and information requirements for integrated performance management and reporting
- Decision points and escalation routes in integrated performance management and reporting
- Resourcing, cost and capacity considerations
This course is for managers who must align sales and marketing functions that too often work in separate silos.
- Sales and Marketing Managers
- Business Unit Heads overseeing both functions
- Marketing Managers seeking sales alignment
- Sales Managers seeking marketing support
- Small Business Owners running combined functions
- Commercial Directors overseeing revenue generation
- Marketing and Brand Managers
Participants who complete the five days receive a Certificate of Completion from Vision Reach Global Consultancy, confirming their grounding in integrated sales and marketing management practice.
The award recognizes full attendance and successful completion of the programme assessment activities. It is widely accepted for continuing professional development purposes, and its authenticity can be confirmed with Vision Reach Global Consultancy at any time.
Upcoming cohorts
CPD-Accredited
Official invoice & confirmation letter provided
Team discount for 3+ seats
Need help with this booking?
Our training team can help with group pricing, invoicing, or picking the right schedule.
Choose Where You Want to Learn
Sales and Marketing Management Venues
KenyaMombasaNext Nov 2· 13 dates$1,600- KenyaNaivashaNext Nov 9· 13 dates$1,500
- KenyaNairobiNext Nov 16· 13 dates$1,500
- KenyaKisumuNext Nov 2· 13 dates$1,500
- KenyaMachakosNext Nov 9· 13 dates$1,600
UgandaKampalaNext Nov 9· 13 dates$1,900
RwandaKigaliNext Nov 2· 13 dates$1,900
South AfricaCape TownNext Nov 2· 13 dates$3,800
TanzaniaZanzibarNext Nov 23· 13 dates$2,600
UAEDubaiNext Nov 2· 13 dates$3,800- South AfricaPretoriaNext Nov 9· 13 dates$3,200
- South AfricaJohannesburgNext Nov 9· 13 dates$3,400
- TanzaniaDodomaNext Nov 2· 13 dates$1,800
- TanzaniaDar es SalaamNext Nov 2· 13 dates$2,000
- TanzaniaArushaNext Nov 16· 13 dates$1,900
NigeriaAbujaNext Nov 16· 13 dates$2,800- NigeriaLagosNext Nov 23· 13 dates$2,800
GhanaAccraNext Nov 23· 13 dates$4,500
Scroll sideways to see all 18 cities →
Frequently Asked Questions About Sales and Marketing Management
Everything you need to know about this course before you register.
By the end of the Sales and Marketing Management programme, you'll be able to apply core principles of sales and marketing management to achieve organizational objectives, design and implement sales and marketing management strategies tailored to your sector, analyze performance metrics and optimize sales and marketing management outcomes, and lead cross-functional teams in executing sales and marketing management initiatives. The full breakdown of topics is covered session by session in the Course Outline tab above.
This course is for managers who must align sales and marketing functions that too often work in separate silos. Typical delegates include Sales and Marketing Managers, Business Unit Heads overseeing both functions, Marketing Managers seeking sales alignment, Sales Managers seeking marketing support, Small Business Owners running combined functions, Commercial Directors overseeing revenue generation, and Marketing and Brand Managers.
Sales and Marketing Management typically runs as 5 Days. It's available as in-person classroom training — every course can also be delivered on-site for your team on dates that suit you.
Sales and Marketing Management is scheduled in-classroom in Mombasa, Kenya, Naivasha, Kenya, Nairobi, Kenya, and Kisumu, Kenya, and 14 other locations, plus a live interactive virtual classroom you can join from anywhere. Check the schedule panel above for exact upcoming dates and fees in each location.
The next live virtual cohort of Sales and Marketing Management starts November 23, 2026, with new classroom cohorts also running on a rolling basis. Pick a date and location in the schedule panel above, then click "Register for the Course" — it takes a few minutes and your seat is confirmed once payment or a signed purchase order is received.
Yes — delegates who meet the attendance requirement receive a Certificate of Completion for Sales and Marketing Management from Vision Reach Global Consultancy, issued in the name you register with, so double-check the spelling at checkout.
Sales and Marketing Management is pitched at intermediate professionals. If you're unsure whether it's the right fit for your current role or background, message our training advisors before you register and they'll help you confirm.
Fees for Sales and Marketing Management vary by delivery location and format and are shown in real time in the schedule panel above once you pick a date. Register 3 or more delegates on the same course together and a 5% team discount is applied automatically — larger cohorts can request a custom corporate quote.
Yes — Sales and Marketing Management can be delivered on-site at your offices (or virtually for distributed teams), with case studies and examples tailored to your industry and the specific challenges your team is working through. Switch to the "In-House" tab in the schedule panel above to request a proposal.
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Training by Country
Sales and Marketing Management by Country
- Sales and Marketing Management in GhanaGHClassroom in Accra
- Sales and Marketing Management in KenyaKEClassroom in Mombasa, Naivasha, Nairobi, Kisumu, Machakos
- Sales and Marketing Management in NigeriaNGClassroom in Abuja, Lagos
- Sales and Marketing Management in RwandaRWClassroom in Kigali
- Sales and Marketing Management in South AfricaZAClassroom in Cape Town, Pretoria, Johannesburg
- Sales and Marketing Management in TanzaniaTZClassroom in Zanzibar, Dodoma, Dar es Salaam, Arusha
- Sales and Marketing Management in UgandaUGClassroom in Kampala
- Sales and Marketing Management in the UAEAEClassroom in Dubai
- Live Online Sales and Marketing ManagementInstructor-led, joined from anywhere
What Our Clients Say
VRG brings strategic discipline to complex organizational challenges. Their approach is structured, data-driven, and outcome-focused.
Levis Wabwire
Managing Director
They facilitated our strategy review, we improved departmental KPI alignment by 35% and reduced operational bottlenecks significantly.
David Oketch
Strategy Lead
Employee engagement scores increased following the leadership training program. The difference in accountability culture is evident.
Wendy Albright
Program Manager